Blogging for E-Commerce

If you have an online store, you need a blog. One of the things that people do most online is shop, even if they plan to do their buying in a physical store.

Some go directly to a favorite store and look for their desired item, or even just shop around in case they see something they like, as people do in physical stores. This means that ecommerce blogging should have the goal of being useful and attractive and friendly enough to make people like the store. One of our newest clients, Massi Decor, specializes in patio furniture and grills and such, so we’re sharing recipes for grilling vegetables and smoking turkeys, tips on caring for grills, and other stuff intended not only to turn Massi up in search, but also to identify Massi as a useful place for people interested in patio life. If I’m accustomed to coming to Massi for good advice and cool pictures, I’m likely to remember them when I want to buy a grill.

This is a lot like ordinary brick and mortar retail.You develop relationships with your readers. They drop by to see what’s new, and you make a point of sharing your new stuff with lots of Pinworthy photos, detailed reviews, and enthusiasm. You write up gift guides and compare different items that you carry, so that your website can fulfill the duties of a good showroom salesperson.

However, many people start their shopping at the search engines. They type the name of their chosen product into the search box. Especially since Google now makes it possible to show prices in the SERPs, these shoppers are likely to go by price or shipping costs. They’re looking for a Primo Kamodo or a Jordan Rose Bistro set, and they don’t care whether you’re friends with them or not.

For these shoppers, the most immediate benefit of blogging is that it improves your rankings and makes it more likely that they’ll find you in the search results. Blogging gives you fresh results and greater authority, linkworthy content, and better chances of getting social media mentions (Massi’s blog posts, for example, have been tweeted by outdoor sports enthusiasts, who will introduce Massi to a new audience). With more pages of unique content, you’re likelier to have subheadings on the SERPs and more likely to come up repeatedly for people who search with several different phrases before deciding where to buy.

For both groups, your blog can increase conversions. Persuasive copy and alluring photos have obvious benefits, but comparison reviews can help move people from “Should I buy one?” to “Which one should I buy?” Posts detailing the use of your products makes it easier for people to imagine themselves using the products, and so move them a step further along toward commitment.

If you have an ecommerce site and you don’t have a blog, you should add one to your site immediately. If not sooner. Contact us if you need help doing that.